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How Implementing Structured Sales Coaching Increases Sales Performance and Drives Profits

How Implementing Structured Sales Coaching Increases Sales Performance and Drives Profits

Doug Dvorak
June 30, 2025 • Estimated Reading Time: 6 minutes

In this issue…

How Implementing Structured Sales Coaching Increases Sales Performance and Drives Profits - by Doug Dvorak
Extra Insights: The Role of Power and It’s Relationship with Leadership - by Professor Stephan Schubert, INSEAD (YouTube)
Weekly Motivation Boost: Focus on the Path, Not the Obstacles - Simon Sinek (YouTube)
Action for the Week: Reframe How To Say “No”
Together with Leadership Unplugged: Weekly dose of leadership motivation and action with a touch of humor

🎯 EXPERT OF THE WEEK

How Implementing Structured Sales Coaching Increases Sales Performance and Drives Profits

By Doug Dvorak

Implementing a structured sales coaching process is more critical than ever for businesses aiming to enhance sales performance and drive profitability. Recent data underscores the limitations of traditional training methods and highlights the substantial benefits of integrating coaching into sales strategies.

Limitations of Traditional Sales Training

While companies continue to invest in sales training, the effectiveness of these programs often falls short. In 2024, the average training per employee saw these impacts:

Training expenditure decreased to $774 from $954 in 2023
Average training time decreased from 57 hours annually to 47 hours.

Despite these investments, many training programs focus more on product knowledge than on developing practical sales skills such as customer engagement, closing techniques and upselling strategies (TrainingMag, 2024).

Moreover, a sizable portion of training budgets is allocated to non-exempt employees, leaving a gap in ongoing development for sales professionals. This misalignment often results in a lack of measurable improvement in sales performance, highlighting the need for more effective training approaches (TrainingMag, 2023).

The Rise of Structured Sales Coaching

Structured sales coaching addresses the shortcomings of traditional training by providing continuous, personalized development for sales teams. Unlike one-time training sessions and workshops, coaching involves regular interactions that focus on individual performance, goal setting and skill enhancement.

Studies have shown that organizations with effective coaching programs report higher returns on investment. For instance, companies that increased their training and development ROI by 10% realized in the span of two years:

A 15% boost in customer satisfaction. (peoplehum, 2025)
A 12% increase in revenue growth. (peoplehum, 2025)

Furthermore, sales enablement strategies that include coaching have led to a 49% increase in win rates on forecasted deals. These findings illustrate the impact of coaching on sales effectiveness and overall business performance (Learn Hub | G2, 2024).

Coaching as a Tool for Employee Retention and Engagement

Beyond improving sales metrics, coaching plays a vital role in employee retention and engagement. Employees who receive quality training and development opportunities are 41% more likely to stay with their employer long term. Additionally, 94% of employees have indicated they would stay longer at a company that invests in their career growth (peoplehum, 2025).

By encouraging a culture of continuous learning and support, structured coaching helps sales professionals feel valued and motivated, reducing turnover rates and associated costs.

Implementing an Effective Sales Coaching Program

Assess Individual Needs: Evaluate the strengths and weaknesses of each sales team member to tailor coaching approaches effectively.
Set Clear Goals: Define specific, measurable objectives for both individual salespeople and the team as a whole.
Provide Ongoing Support: Ensure regular coaching sessions that focus on skill development, performance feedback and motivation.
Leverage Technology: Utilize digital tools and platforms to facilitate coaching, track progress and provide resources.
Measure Outcomes: Regularly assess the impact of coaching on sales performance and adjust strategies as needed.

Sales is extremely competitive in modern markets. Structured sales coaching emerges as a pivotal strategy for enhancing sales performance and driving profits. Move beyond traditional training methods and invest in continuous, personalized development so organizations can unlock the full potential of their sales teams, enhance employee engagement and achieve sustained business growth.

DOUG DVORAK is one of the most well-traveled keynote motivational speakers and has earned a spot in the Motivational Speakers Hall of Fame. Inducted into the International Who’s Who of Professional Speaking, he has trained and impacted over one million people in over 100 countries. Doug is a CSP (Certified Speaking Professional). Companies such as Merrill Lynch, Wells Fargo, Subway, Honda, Cisco, Bank of America, and JPMorgan Chase are some of the leading corporations where Doug speaks and inspires business and sales professionals.